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Factors Influencing Customer Satisfaction in Purchasing Online Fast-Moving Consumer Products
Vinothan Narayanasamy, Student: P. Mayilrajan Assistant Professor, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 1-10
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First Published: 05 Oct 2023
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Abstract
The customer satisfaction plays an important role in marketing. This influenced by various factors. In the changing global scenario, we find that customer needs and wants to buy a product also changes with it. In this study titled “A study factors influencing customer satisfaction in purchasing online fast-moving customer products” the researcher has assessed the socioeconomic profile, shopping pattern customer and found out the factors influencing the customer to purchase the selected FMCG products. The primary data required for the study for collected through questioner which was distributed to 118 samples. The tools used for analysis are percentage analysis, correlation, anova and chi-square. From this study it was found that most of the consumers are influenced by brand and quality in purchase of FMCG products. There by the researcher has suggested improving the quality in FMCG product through product development and external monitoring.
Keywords: FMCG, customer satisfaction, awareness, preference.
References
Dey, S. (2017). A Study on Changing Buying Behaviour of Indian Customers. Global Journal of Marketing Management and Research.
Dr Aparna P. Goyal, D. T. (2016). Impact of Increasing Trend of Online Marketing on Consumer Buying behaviour: FMCG Brands in Indian Scenario. International Journal of Engineering Technology, Management and Applied Sciences.
Dr.K.Vijayakumar, R. (2019). A study on consumers buying behaviour towards FMCG products. International Journal of Research and Analytical Reviews (IJRAR), 265-270.
Dr.S.Sudhamathi, S. S. (2017). Factor influence of online marketing in buying behaviour of FMCG products. International Journal of Management Research & Review.
Jayanthi, D. R. (2017). Fast Moving Consumer Goods (FMCG) Sector in India: International Journal of Multidisciplinary Research and Development, 91-97
M.Vidya, P. (2019). Consumer Behaviour towards Online Shopping. International Journal of Innovative Technology and Exploring Engineering.
Mishra, A. (2015). A Study on E-Commerce Usage in Indian FMCG Companies. International Journal for Research in Applied Science & Engineering, 2321-9653.
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